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Chipotle Organizational and Marketing Strategy

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James Davis

on 29 November 2012

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Transcript of Chipotle Organizational and Marketing Strategy

How It Began 1993 1998 1995 Founded in Denver, Colorado
By Steve Ells Opened 8 stores in the Denver area Brought on outside investors Minneapolis Columbus 2000 Started Natural Ingredient Movement 2007 100% Natural Ingredients NOW Organic Beans Healthier food National Recognition rBGH Free Foods First Chipotle was in an Ice Cream Parlor Funded by his Parents Kaitlyn, Josh, Pat, & James Commercials Marketing Strategy First Commercial 2011 Advertise Organic Meant to Advertise the Relation they have with Organic Farmers Aired during the Grammy Awards Proceeds from Commercial Song Purchases Went to Chipotle Cultivate Foundation Promotions Advertising "Serving the very best sustainably raised food possible with an eye to great taste, great nutrition and great value.” •“Food With Integrity is a journey that started more than a decade ago and one that will never end.” Food With Integrity Foursquare Burritos - For - A - Year http://www.chipotle.com/en-US/html/foursquarecontest.html Earth Day Horrifying Halloween Back to Start Organizational Strategy Goals! 100% Natural From the Top Down Promote Organic Farming Create Ethical Discussion Different and Successful Business Chipotle Cultivate Foundation 3 Issues Family Farms Animal Welfare and Environment Health and Education Nearly one third of american children are overweight or obese Over the last 50 years, the total number of U.S. farms has plummeted nearly 40 percent, from 3.82 million to 2.2 million, due in part to the expansion of large-scale operations and the development of farm land for other uses Raising animals on pastures tends to be more environmentally friendly because the impact of the animals, including soil erosion and the quantity of manure, is reduced and spread over a larger area. Pasture-based systems also generally require less energy for the production and transportation of feed and can reduce or eliminate the need for antibiotics, which are often necessary to prevent disease in animals raised in high-density confinement operations MicroStrategy Business Intelligence Platform The representative user groups will include Finance, Field Controllers, Marketing, Operations, Human Resources, Restaurant Management, and Field Management Analyze and provide its field leaders with easy access to key performance metrics, such as throughput, daily sales trends, and the impact of marketing campaigns. Corporate Culture Natural wholesome ingredients, responsible farming, community stewardship, and a stimulating work place “Hire from within” Results in lower training costs and improves morale and productivity on the line Expand and gain customers through reputation alone Over 1,800 different stores in 43 different states, D.C., Toronto, Ontario, England, and France. Conclusion Food with Integrity Chipotle Cultivate Foundation 19 Years of Success Simple Marketing Chipotle: Organizational and Marketing Strategy
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